Upstate is a collective of Pilates, yoga and boxing studios, 100 per cent staffed by women. The neon-lit studios span 12 locations across Victoria, with a 13th opening in Elsternwick in May.

Broadsheet Access members are invited to the Elsternwick studio before it launches. There’ll be a free Pilates class and, in true Upstate style, no shortage of additional perks. Expect post-sweat treats from local businesses, gear from Upstate Sport and a free 30-day membership.

Gail Asbell (and her sister Charelle Cuolahan) built the mini-empire from the ground up, empowering women at every level – from instructor training and community fundraising, to boxing classes that aren’t for the faint-hearted. Here’s how.

So Gail, you co-founded Upstate Studios with your sister in 2009. What motivated you to start the business and to keep expanding it?

It feels like a lifetime ago. [Laughs.] We were both doing yoga, unbeknownst to each other, at the time. And yoga was really hit and miss in Australia. We travelled to the US and saw that yoga was becoming more mainstream there. So we took the opportunity to create a brand that was more about how you feel. After all these years, our mission – movement, connection and community – has only gotten stronger.

It was 100 per cent yoga when we launched. And over the years we started to add hot mat Pilates, reformer Pilates and boxing. Part of that’s been as our bodies have changed. I’m in my fifties now. After I had kids, I found I needed Pilates for strength and stability. And I think that’s part of the success of Upstate – our ability to evolve.

On that, why do you think Upstate has found continued success where others haven’t, in a really competitive industry?

I think everything evolves. But we’ve also stayed true to our mission. We consciously decided not to franchise. We’re growing, but we also want to build our community. It’s a sustainable approach that’s driven by the team, not growth for growth’s sake.

And you just launched a Pilates teacher training program.

We just announced that in conjunction with International Women’s Day, and supported 40 of our own team to undertake the training, before we opened it to the public. It’s really to support women and create career pathways in the fitness industry.

Speaking to the growth of the business, you’ve got 12 Upstate locations across Victoria, and you’re about to open another in Elsternwick. It seems like you’re always driving a new pop-up, promo, or international retreat. And you’ve got an apparel label. And you’re a mum. What’s your key to balancing it all?

Oh my gosh, I’ve never really strived for balance. I believe in leaning into wherever you need to be. So there have been days, in fact there were years, when I needed to lean into being a mum, and other times when I’m heavily involved in the business. So I think it’s about giving yourself grace and asking for help when you need it. But honestly, it’s not a balanced life. It’s a bit chaotic, and that’s okay.

Looping back to the new Elsternwick studio, tell me what it’ll be like.

It’s our largest studio, featuring a hot mat room, a boxing room and two reformer studios. There’s a capacity for 140 people per class time. The studio is a big, bright space – it’s an old bakery that’s been sitting empty for years. It’s got the iconic yellow, all the neons. And we work really closely with local coffee shops and businesses, which tends to bring some vibrancy to the area.

Fitness is notoriously a male-dominated industry. I’m wondering if you’ve ever experienced imposter syndrome, and how you’ve navigated it?

Controversially, I’d say I’ve never really experienced imposter syndrome. But I do feel an obligation to raise the flag of women in business. Because, particularly in fitness, there aren’t many at our scale that are 100 per cent female-owned. So I feel a responsibility to take a strong team of females with me. At the moment our staff is 100 per cent female.

Wow, it’s so impressive to see that happening across every level of a business.

Yes, and I feel a responsibility to demonstrate to other women entering the fitness industry that you can do it. It’s not perfect – the balance of family life and being a mum – but it is possible.

What advice would you give women looking to follow in your footsteps?

Take your time. You want it to be your passion, but you really want a strong business model too. Start with a great financial plan, and set yourself up for success. And people are always more generous with their advice and time than you think, so reach out. You don’t have to do it alone.

My last question is a silly one. We’d love to know, what’s your workout routine?

I pretty much do an Upstate class every day. The kids will let me know if I haven’t done a class, I need my daily movement. [Laughs.] I’m a morning person, so I do a 6am class every day – mostly reformer Pilates at the moment. And I’m lucky to live in Torquay, so I walk my dog on the beach every day as well. That’s really important for me to decompress.

Catch Upstate Elsternwick's launch weekend on Saturday 3 and Sunday 4 May for free classes, membership discounts and more.

Or, become a Broadsheet Access member to attend the private pre-launch event. Plus, more exclusive offers. The best bit? Membership costs less than two coffees a month.

Broadsheet Access is a membership program with exclusive events, offers and restaurant reservations. Join today for less than the price of a Martini each month.